How to Get Your Product Stocked by Retailers: What Buyers Actually Want
Retail100 Consulting Director Sarah Allbright has spent her career on the buying side of retail, here's what she wishes more product founders understood before they pitch.
For many founders, landing a retail deal is the dream - but the process of getting your brand into stores can feel frustrating, opaque, and full of missed opportunities. At Retail100 Consulting, we’re often asked: How do I get my product stocked by retailers? Or even: how do I get buyers to reply to my emails?
If you’ve created a brand or product range you believe in and want to see it on shelves, this article shares the must-know insights before reaching out to retail buyers.
Know Your Numbers (and Margins)
If you’re a fan of Dragons’ Den, you’ll know that numbers matter. Retail buyers are no different - they need confidence that your product is viable.
Before pitching, calculate your wholesale pricing and make sure you understand typical retail margin expectations - usually around 2.5x to 3x the cost of goods sold. Factor in marketing contributions, potential rebates, and fulfilment costs too. A solid grasp of your numbers will give buyers peace of mind and demonstrate your readiness.
Assess the Retailer Fit (With Honesty)
It’s tempting to dream of seeing your products in prestige stores like Selfridges, but is that really the right fit?
Visit the retailers you're targeting. Examine their current product mix, pricing, packaging, and customer demographic. Ask yourself:
Does your brand align with their values and aesthetic?
Are your price points competitive?
Is there a clear gap your range can fill?
Being realistic and strategic about where your product fits will massively improve your chances of success - and help you craft a more compelling pitch.
Be Retail-Ready (Not Just Product-Ready)
Even brilliant products can struggle in retail if the backend isn’t ready.
Most major retailers require:
Barcoded, shelf-ready packaging
Logistics that support their warehousing systems
Responsive, flexible stock management - they rarely offer firm volume commitments
Retail partnerships require strong infrastructure. Don’t pitch until you’re operationally equipped to deliver.
Mastering the Buyer Pitch
There’s no one-size-fits-all way to approach a buyer. Personalities differ, buying windows shift, and internal priorities vary - but a few best practices go a long way:
Do your research and tailor your pitch to that specific retailer
Use high-quality imagery or samples to bring your product to life
Be professional, clear and concise - don’t bombard or badger
If you receive a "no," respect it - but consider reconnecting when you’ve got new launches or when their buying cycle resets
Stand out by showing not just passion, but preparation.
Get Strategic - Not Just Reactive
A clear retail strategy gives you direction and confidence. Consider:
Which retailers align with your long-term brand positioning?
How will you scale your supply chain if you land a big order?
Do you need outside support or consulting to prepare?
Many retailers run brand launchpads, pitch days or “meet the buyer” events - don’t overlook these entry points.
A Final Note
Entering the retail market is a significant milestone to be proud of. Founders who succeed in retail are often those who have laid the proper groundwork. This includes knowing their numbers, understanding their product fit, and approaching buyer conversations well-prepared rather than with mere hope.
If you feel that moving into retail is the right next step for you, consider this your prompt to start preparing. Conduct thorough research on your target retailers, ensure your margins are correct, and when you pitch, make sure you’re presenting to the right audience.
